Trade Show Booth Staffing Tips

Guide to Training Trade Show Staff

As the face of your company at a trade show, your staff members play a crucial role. Many organizations often overlook the importance of properly staffing their trade show booths. A 2012 report from the Center for Exhibition Industry Research found that more than half of exhibitors seldom or never train event staff. If the staff isn’t prepared, then your first impression to potential prospects may be the only one.

Proper staff training should be standard in operating procedure. This trade show booth staff training guide includes seven tips for how to help them make a mark.

1. Know What Your Show Goals Are

Are you trying to sell a new product or service? Generate new leads for existing products? Build general brand awareness? Your staff needs to know what you’re trying to accomplish to be most effective. Establish a clear objective and make sure your staff is on the same wavelength.

2. Teach Good Trade Show Booth Etiquette

Your staff should know how to handle themselves and react to others. Train them on how to convey positivity through their tone and body language — and give them advice on reading the body language of visitors. Remind them to always smile, be engaging, make eye contact and thank visitors for their time regardless of the outcome.

3. Emphasize a Good Appearance

If the staff is disheveled or unkempt, that reflects poorly on your company. Provide appropriate logo apparel and make sure people are well-groomed — no messy hair or dirty hands. Staff also should not be eating, reading, texting or engaging in other casual activities while on duty.

4. Practice Interactions and Demonstrations

A little practice goes a long way. Do a few dry runs of greeting an attendee and telling them about the company. Ask some common follow-up questions so staff are prepared with their answers. If your exhibit involves demonstrations or formal presentations, practice a few times so they go smoothly.

5. Help Them Stay Motivated

A trade show staff works long, exhausting days — but the next prospect matters as much as the last. Come up with ways to keep the staff energized and motivated. These can include incentives and goals, daily team spirit meetings, positive reinforcement and listening to their ideas about how to set up and operate the booth.

6. Make a Follow-up Plan

To convert leads to customers, you need follow-up. At the same time, you don’t want certain prospects overwhelmed and others overlooked. Have a plan for how team members will handle follow-up whether it’s by someone’s location, industry, type of partnership or where they are in the sales funnel.

7. Keep the Booth Well-Organized

In addition to the staff taking care of themselves, they must take care of the booth. Come up with an organization system to follow and figure out ways to stash supplies, extra giveaways, containers and personal belongings out of sight. Also, make sure they know where to place items or give demonstrations. If you are looking for assistance with a new trade show booth design, contact the experts at Monster Displays.